Marketing B2B Archives

The augmented persona: the new weapon in industrial B2B marketing

In B2B marketing, understanding your buyer is key. However, many industrial companies still limit themselves to static personas, created once and rarely updated. But the market moves quickly. Decision-makers change jobs, priorities, and seek information through new channels. This is where the augmented persona comes…. Read More

Published by : Alain Thériault, on August 18th, 2025.

Categories : Marketing B2B, Personas, Stratégies-marketing

B2B branding strategy: how to stay present in the customer’s mind

In B2B, decisions are rarely made on a whim. But they often start at a key moment. A tension, a need, an emergency. What if your brand was the one that came to mind… at the moment of truth? That's where your B2B branding strategy…. Read More

Published by : Claude Malaison, on July 10th, 2025.

Categories : Branding B2B, Marketing B2B, Marketing de contenu, Marque en B2B, Stratégies-marketing

Agentic AI and B2B search behavior: are you ready for the shock?

You've probably already asked a generative AI to write an email, summarize an article, or generate a B2B marketing idea. But now imagine an AI that does more than just respond. An AI that acts on your behalf. That's agentic AI. And it's about to…. Read More

Published by : Claude Malaison, on June 25th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Customer Experience (Cx), Intelligence artificielle, Marketing B2B, Marketing Research, Martech

B2B focus group: when AI joins the table (and doesn’t even drink coffee)

How many artificial intelligences does it take to run a B2B focus group? Just one! It creates the group. Then it plays the participants and finally moderates the discussions. And it does so without ever asking for a coffee break. Or blueberry muffins. Joking aside,…. Read More

Published by : Lynda St-Arneault, on June 16th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B, Marketing Research

B2B product launch: 10 tips to make the most of your chances

Let me be direct: a B2B product launch is never just a marketing issue. It's a strategic maneuver, sometimes even a turning point for your company. I've accompanied enough customers and experienced a few launches myself to know that a good product isn't enough. You…. Read More

Published by : Alain Thériault, on May 13th, 2025.

Categories : B2B Marketing, Lancement de produit, Marketing B2B, Product Launch

GEO: Generative Engine Optimization, the new frontier of SEO

With the rise of artificial intelligence, search engine optimisation is no longer limited to traditional search engines such as Google and Bing. Now, generative engines such as ChatGPT, Claude, SGE, Gemini and Perplexity are shaping the way information is found and consumed. GEO (Generative Engine…. Read More

Published by : Claude Malaison, on March 12th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B, Référencement – SEO, SEO

Performance and B2B SEO: why a good brand image is no longer enough

Quebec companies, whether in manufacturing, technology or services, are investing heavily in their image. New logos, polished graphic identities, redesigned websites... all in the hope of strengthening their market position and attracting more customers. And rightly so. A good brand image inspires confidence, credibility and…. Read More

Published by : Lynda St-Arneault, on February 14th, 2025.

Categories : B2B Marketing, Branding, Marketing B2B, Marque et image, Positionnement stratégique, Référencement – SEO, SEO

B2B strategic marketing: what if intent signals transformed the way you approach your customers?

Imagine being able to understand your potential customers before they even know they need you. That's exactly what intent signal analysis promises. Those subtle clues that reveal their needs, thoughts and buying intentions long before they fill in a form or pick up the phone.…. Read More

Published by : Alain Thériault, on December 9th, 2024.

Categories : B2B Marketing, Expérience client, Intent Marketing, Marketing B2B, Marketing de contenu

Optimize your B2B marketing strategy in Quebec and abroad with content marketing!

Content marketing is an essential part of any B2B marketing strategy in Quebec and beyond. With the right content, you establish your company's credibility. You position yourself as an expert in your sector. And, above all, you develop a distinctive B2B branding that reflects who…. Read More

Published by : Lynda St-Arneault, on November 14th, 2024.

Categories : B2B Marketing, Marketing B2B, Marketing de contenu, Marketing Strategy, Positionnement stratégique, Storytelling

SaaS commercialization strategy: gain efficiency to break into new markets

The software-as-a-service (SaaS) market is booming, with the advent of AI and the emergence of new trends. In this context, developing an effective SaaS commercialization strategy is essential for any company looking to stand out and conquer new markets. In this post, I want to…. Read More

Published by : Lynda St-Arneault, on November 4th, 2024.

Categories : B2B Marketing, Marketing B2B, Marketing Strategy, Positionnement stratégique, Strategic Development, Stratégies-marketing